New ways to engage customers in co-designing your company's future - a weblog to complement the book, Outside Innovation, by Patty Seybold

Description

What is Outside Innovation?

It’s when customers lead the design of your business processes, products, services, and business models. It’s when customers roll up their sleeves to co-design their products and your business. It’s when customers attract other customers to build a vital customer-centric ecosystem around your products and services.
The good news is that customer-led innovation is one of the most predictably successful innovation processes.
The bad news is that many managers and executives don’t yet believe in it. Today, that’s their loss. Ultimately, it may be their downfall.

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Observations

LEAD USERS

Eric von Hippel coined the term "lead users" to describe a group of both customers and non-customers who are passionate about getting certain things accomplished. They may not know or care about the products or services you offer. But they do care about their project or need. Lead users have already explored innovative ways to get things done. They're usually willing to share their approaches with others.

LEAD CUSTOMERS

I use the term "lead customers" to describe the small percentage of your current customers who are truly innovative. These may not be your most vocal customers, your most profitable customers, or your largest customers. But they are the customers who care deeply about the way in which your products or services could help them achieve something they care about.

LEAD CUSTOMERS AND LEAD USERS

We’ve spent the last 25 years identifying, interviewing, selecting, and grouping customers together to participate in our Customer Scenario® Mapping sessions. Over the years, we’ve learned how to identify the people who will contribute the most to a customer co-design session. These are the same kinds of people you should be recruiting when you set out to harness customer-led innovation.

HOW DO YOU WIN IN INNOVATION?

You no longer win by having the smartest engineers and scientists; you win by having the smartest customers!

CUSTOMER CO-DESIGN

In more than 25 years of business strategy consulting, we’ve found that customer co-design is a woefully under-used capability.

August 18, 2009

It Takes an ARU Student to Change a Village!

Great story by Matt Clark in the Christian Science Monitor on July 5, 2009 about "my"
African Rural University for Women (ARU) in Uganda with wonderful photos by Mary Knox Merrill.

Here, Charlotte Mbaine, who just completed her third year at the
University, is being thanked by one of the women in the Village where
she did her "senior project"-- spending one month helping villagers
articulate their Visions and begin to achieve them by discovering and
using their own resources and talents. Check out the full story and
video African Academy Empowers Youths.

Photo: Mary Knox Merrill, Christian Science Monitor

I'll be heading back to Uganda for a visit with these recent grads in early November. These young women went to ARU to become rural Community Transformation Specialists, rather than to head to Kampala to work in business. They are raising the economic productivity of each village they work with. We are seeking funding to provide them with paid internships, laptops, Internet access, cell phone minutes, and solar energy starter kits. They come to each village with knowledge of local agricultural techniques, brick-making, sanitation, road-building, and visionary leadership. They inspire the villagers to articulate their own visions, to pool their talents and resources and to achieve their visions. Read more about this innovative program for customer-led innovation.